4 things every communicator can do during a pandemic

Many of us remember the post-9/11 shutdown, particularly those of us who were living in Washington, D.C. or New York City. This is completely different.

There is no set end date on our current shutdown. Numbers are scary, people are worried, and businesses are closing.

For those fortunate enough to be working through this crisis, it’s a period of change and readjustment. Our daily routines have been upset. Instead of deciding what suit I should wear to a meeting, I have to decide when—if ever—I will trim my beard again.

If you’ve been on LinkedIn during the crisis, you’ve seen how many companies are struggling to keep up with the news and appropriate tone. Just about everything feels trivial unless you’re promoting a service or technology that directly helps people right now. Particularly when it comes to media coverage, there is little attention being paid to anything unrelated to COVID-19, and rightfully so. Your customers, both current and future, likely have far more pressing concerns than what you’re selling, unless it’s food or technology to help you work from home.

Now, active marketing campaigns and media pitching are impacted and require a more deliberate, selective approach. You might have a new solution or initiative that is ready to launch but is temporarily on hold.